BrandTotal Super Bowl LIII Campaign Analysis

Today, 90% of Twitter ads, 85% of Facebook ads, 60% of YouTube ads are “dark” or hidden from public view. Instead, the ads are only shown to targeted audiences. This means that no one can truly understand a brand’s campaign strategy. This is especially problematic during prime advertising times for brands like the holidays and Superbowl Sunday.

BrandTotal, a company that developed an AI platform that allows marketers to see the full social media landscape including “dark posts,” just released a deep dive report around brands leveraging social media around the Big Game. They drilled into every brand’s campaign and how they’re weaponizing social media ad targeting before, during and after Sunday’s broadcast.

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